In a case study for PR Week, Laura Entis details the special release of the Skylar Grey x Jamie N Commons x Gallant new cover of Soul Asylum‘s Runaway Train, and the special mission of its music video. The most notable piece of info in the study details that the music video, which uses geotargeting to show viewers missing children in their local area, has helped locate and return home a 16-year-old girl!

Read the excerpt from the case study below, click the PR Week logo to read the case study in its entirety, click the National Center for Missing & Exploited Children logo to watch the interactive music video, and if you believe that you’ve seen a missing child, call the tipline at 1-800-THE-LOST (1-800-843-5678)!

Also please consider voting 10 times daily for the video to win the MTV VMA for Video For Good – the more known the video is, the more good it can do!

How a Music Video Helped Locate a Missing 16-Year-Old | PR Week ::
The campaign has already helped locate a runaway 16-year-old girl from Minneapolis, Minnesota. After watching the music video, one of the girl’s friends identified her and reached out, successfully encouraging her to return home.

Social media leads and tips for NCMEC have increased by 65% since the campaign’s launch.

Following its debut on Good Morning America, the music video was covered by a number of national outlets, including Billboard, Entertainment TonightRolling StoneMTV and CNN, as well as marketing trade publications and the Wall Street Journal’s CMO Today newsletter.

Online coverage exceeded 100 articles, including write-ups on the websites of 48 local newspapers and radio stations.

On The View, star Whoopi Goldberg discussed the campaign at length.

The campaign website has been visited more than 98,000 times, including 17,500 visits on the day of its launch. The music video itself has been viewed more than 6.2 million times across digital and social platforms, and was recently nominated in the Video For Good category at the MTV Video Music Awards….”

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